Award-Winning Beefeater 24 Continues to Expand U.S. Presence With Spring Debut in Chicago and Las Vegas

April 5, 2010

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New York, NY – Just as the weather and the gin-drinking season heat up, Beefeater 24, the inspired super-premium gin crafted by renowned Beefeater Master Distiller Desmond Payne, is expanding to Chicago and Las Vegas. Beefeater 24 was previously launched to rave reviews and is making waves with bartenders and consumers in New York, San Francisco, Los Angeles, Boston and Philadelphia.

Handcrafted with 12 botanicals including a rare blend of teas, Beefeater 24 is distilled in the heart of London. Its name is inspired by the city’s 24-hour stylish, sophisticated lifestyle, as well as the unique 24-hour steeping process designed to make the gin exceptional. Beefeater 24 is the ultimate creation of Payne - arguably the world’s most experienced Gin Master Distiller – and draws upon his more than 40 years of distilling expertise. Recent awards* are a testament to the superior quality and craftsmanship at the heart of Payne’s latest creation.

“Beefeater 24 is a gin of unrivaled smoothness and complexity,” said Maria Puente, Senior Brand Manager for Beefeater at Pernod Ricard USA. “To create 24, Payne spent 18 months adjusting and perfecting the recipe with today’s discerning spirit connoisseur in mind. The result is a subtle and sensuous gin that blends beautifully with other ingredients to create exceptional cocktails.”

Beefeater 24 is a blend of natural botanicals sourced from around the world, including hand-prepared grapefruit, bitter almond, orris root, Seville orange peel and accents of rare Japanese Sencha Tea and Chinese Green tea. In addition to different botanicals, Beefeater 24 is “cut” earlier during distillation to retain its freshness and vitality.

Puente added, “Many industry pundits predict that the gin category is poised for explosive growth as mixologists and consumers alike are discovering or rediscovering the qualities that make gin so unique. As such, this is the perfect time to extend the presence of our award-winning Beefeater 24. By capitalizing on the momentum we have built, as well as the rising interest in gin, we certainly can make a grand entrance into the Chicago and Las Vegas bar scenes.”

To support the U.S. expansion of Beefeater 24 and help introduce the super-premium gin to bartenders and consumers in new, interesting ways, the brand has enlisted reputable mixologists to develop a range of great-tasting Beefeater 24 cocktails. A sampling of these cocktail recipes include:

Build ingredients into a high-ball filled with fresh ice. Top with Soda and garnish with a grapefruit twist.

Additional cocktail recipes and images available upon request.

Beefeater 24 will retail for a suggested price of $28.99.* Beefeater 24 was awarded the prestigious Trophy for the Best Gin by the International Wine & Spirits Competition (IWSC) 2009. * Beefeater 24 was awarded Best Gin, Double Gold Medal at the 2010 San Francisco World Spirits Competition* Beefeater 24 received a 96 point, Extraordinary, Ultimate Recommendation at the inaugural Ultimate Spirits Challenge held in New York in March 2010** BEEFEATER is a registered trademark of Allied Domecq Spirits & Wine Limited Company. LILLET is a registered trademark of Society Lillet Freres, which does not make or license BEEFEATER.